Challenge
In a competitive category, our challenge is to keep Lactalis UK & Ireland, its key spokespeople and brands, including Galbani, President, Seriously and Leerdamer, highly visible in the trade press.
Ceres Kitchen Media relations Events & Experiental Social media & Digital
Lactalis
Making Lactalis a leading trade voice
Solution
We implement a targeted year-round trade media relations campaign that reinforces Lactalis UK Ireland’s position as a leader and innovator in the dairy category. In 2021, the campaign successfully secured a significant share of voice in key dairy and ‘occasion’ trade features, kept the brands front of mind through a steady stream of brand and product news, as well as raised the profile of the business through thought leadership pieces, expert commentary and awards. All while reinforcing Lactalis’ knowledge and expertise in the category.
Our work with the Lactalis team extends to create brand photography including product, recipes and packaging, and support across the external comms function including LinkedIn and crisis communications.
Impact
A targeted approach delivered millions of opportunities for retailers to see and hear about Lactalis UK & Ireland in 2021:
- 75 cuttings (KPI – 65)
- 3.1m opportunities to see and hear
Key highlights included:
- A thought leadership strategy that delivered five significant opinion articles for the leadership team – including The Sunday Times and The Grocer
- Featured in The Grocer or thegrocer.co.uk 17 times, plus trade features and articles placed across key titles including Asian Trader, Convenience Store, Independent Retail News Scottish Grocer and BetterRetailing.
- 86% of articles featured a product image and spokesperson quote
- 17% of articles included more than one Lactalis brand mention
- Supported the Lactalis team with an entry for The Grocer New Product Awards for Président A La Carte Crispy Bakes with Brie which won the 2021 cheese category.
